Marketing, advertising & media intelligence

The average lifespan of a company on the S&P 500 has decreased from 67 years in the 1920s to 15 years today, and technology is the main reason for that change. Not surprisingly, the big consulting firms have been helping companies deal with this for a while now, but PwC has officially launched its new digital consulting arm, PwC Digital, in New Zealand and it went with a couple of indies—Sugar & Partners and MBM—to help do it.

PwC's digital team is made up of more than 60 specialists covering strategy, innovation, experience research and design, technology, data and analytics and cyber security. And it is part of the 2,000-strong digital team across PwC globally. So with many of the 'big four' and other consulting firms also adding internal design and creative resource, they're proving to be yet another threat to established agencies.

As a recent PwC newsletter said: "The digital landscape is huge and it’s changing fast. Every two days humans create as much information as we did from the beginning of time until 2003. Facebook users share 2.5 million pieces of content every minute. The world around us is changing at a rate that is almost inconceivable. Almost. At least some part of a customer’s experience is going to be digital. For us, digital means making those experiences better while also improving efficiency – for the customer and the organisation behind the experience. For us, digital is about solving important problems for organisations and society where humans, data and technology intersect."

Sugar & Partners and MBM's relationship with PwC started with a campaign that shared the company's view on the recent 2015 NZ Budget. And campaign to launch PwC Digital is running across digital, OOH and digital airport media. It also sponsored the Herald's excellent series on CEO salaries and ran a false cover on the print version of the Business Herald.

The agencies have also worked on a recent initiative with NZME called PwC Herald Talks, with four breakfast events scheduled from July until December 2015 discussing current trends in innovation, growth, global and changing markets.

“Innovation is core to New Zealand businesses that are evolving and utilising technologies to remain relevant in these rapidly changing times," says PwC chief executive Bruce Hassall. "PwC Herald Talks provides an excellent platform to discuss innovation and other key areas of focus that are fundamentally changing the way organisations operate in New Zealand and globally."

The first breakfast event will be held on Wednesday 1 July from 7am until 9am at SkyCity, with ‘innovation’ as the focus topic. It will feature keynote speaker associate professor Dr Mark Sagar, director of the Laboratory for Animate Technologies at the Auckland Bioengineering Institute, followed by a panel discussion with Hassall, chief executive of Callaghan Innovation Dr Mary Quin and the chief executive of Spark Ventures Rod Snodgrass, with Business Herald editor Liam Dann as the adjudicator.

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It’s no easy feat to cut through the noise in the cosmetics aisle at the grocery store, but spotting a hole in the market, Earthwise Group managed to do just that. We take a look at this year's best emerging brand/business.

Couldn't agree more. It's everyone's problem now but brought on mostly by selfish farming practices. Rather than trying to get everyone behind it, they should be reporting on what they are doing to clear it up and provide regular updates.

1. Pollute waterways 2. Deflect blame to the general public This is definitely a 'you' problem, DairyNZ. The rest of us already do want clear waterways... that's kind of the point. Manifesto advertising doesn't work when your brand is trying ...

Genius From Elsewhere

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John Lewis has called on Elton John for its Christmas spot this year, telling a story of how the musician found a love for music. With some questioning the intent of the spot, considering John’s upcoming tour, Adweekinvestigates how it all came to be.

2

An empowering wheelchair, a simple sofa and genius pantyhose are among Time’s 50 Best Inventions of 2018. The full list has now been shared online.

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The National Business Review and its publisher Todd Scott have threatened to sue Newsroom for an article believed to defame NBR and Scott. The article in question covered former finance minister Steven Joyce's legal complaints over a Matthew Hooton column. According to Newsroom's report, NBR is demanding the article's removal, an apology and $15,000 towards costs.

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While supermarkets and department stores deck the halls with their Christmas adverts, Burberry has gone for a more minimalist, yet star-studded video this year. The fashion brand opts to steer clear of that warm fuzzy festive feeling.

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With all industries in Britain still in the dark about what a post-Brexit future holds, the Advertising Association and the Creative Industries Federation have weighed in on the subject. The Drum reports the AA is running a campaign to ensure the UK creative sector can continue to flourish regardless of what happens next.

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Why we like it: Clever Kash is back in the latest advert by ASB, but instead of telling us how to save money, he's focused on teaching kids how to save lives. First aid is an important skill for everyone, and empowering children to be able to make critical decisions when a loved one is hurt or unwell is nothing but a good thing.

Who's it for: White Ribbon by in-house team and Ocean Design and Lot23

Why we like it: No one can deny that New Zealand has a serious problem with violence, particularly violence towards women. It's heartening to see a bunch of White Ribbon ambassadors open up the conversation and invite all men – regardless of whether they've ever been violent or not – to stand up against the culture of violence in this country.

Who's it for: Tower Insurance by Barnes, Catmur & Friends Dentsu

Why we like it: Insurance ads tend to follow a similar pattern, but this one injects a touch of humour to make it memorable. We all know accidents are a huge disruption to a well-curated daily routine, but Tower has the solution.